Food Advertising and Childhood Obesity: Examining Food Type, Brand Mascot Physique, Health Message and Media

1st Edition

Fariba Esmaeilpour, Mitra Shabani Nashtaee

February 7, 2020 Forthcoming
Reference - 128 Pages - 9 B/W Illustrations
ISBN 9780367361877 - CAT# 326286
Series: Routledge Studies in Marketing


Available for pre-order. Item will ship after February 7, 2020
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This book explores the ways in which the environmental factor of advertising can influence children’s food choice and health status, and how it contributes to the significant public health issue of childhood obesity.

Food Advertising and Childhood Obesity seeks to gain a better understanding of children’s food choice based on children’s exposure to different advertising, by analysing food type, brand mascot physique, health messages, and media. The book begins by reviewing the ways in which children become consumers, and the role of advertising in this process. It then explores a range of advertising variables which affect children’s food choice and consumption. This includes theoretical and practical discussion of foods, brand mascots, health messages embodied in food advertising, and comparisons of the effects of different advertising based on entertainment level, such as using new media to present ‘advergames’ rather than traditional advertising. Each chapter is supported with relevant theories and a research summary is presented on each topic for clarification. The book also introduces some ways of constructive working with children and concludes with a chapter dedicated to market research and children.

Written for students and practitioners of marketing, market research and advertising, especially within the global food industry, this book offers readers a new approach to understanding children's food choice and consumption that will inform effective corporate social responsibility strategies to address this issue.

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